IMPACT OF MARKETING COMMUNICATION ADOPTED ON THE PERFORMANCE OF INTERNATIONAL BREWERY AND NIGERIA BREWERY

Abstract

Performance of a brewery company goes a long way to determine the company's existence. Each entity, individual, group or company preset the goal. Achieving this preset goal boils down to the performance of the entity managing the affairs of such entity or organization. For this reason, this study examined the effects of marketing communications on the performance of brewery companies in Nigeria. It specifically identified marketing communication strategies adopted by the international brewery and Nigeria brewery and examined the impact of marketing communication adopted on the performance of the international brewery and Nigeria brewery. The study further hypothesized that the marketing communication adopted has no impact on the performance of the international brewery and Nigeria brewery. The work was done in Nigeria, focusing on the Nigeria Brewery in Oyo state and International brewery Ilesa Osun State. The study population is the staff and stakeholder of the Nigeria brewery and international brewery, out of whom three hundred respondents were chosen using an accidental sampling technique. The questionnaire was employed. Percentage frequency was employed to test objective one of the study which is to identify marketing communication strategies adopted by International and Nigerian breweries. The impact of marketing communication adopted on International brewery's and Nigeria Brewery's performance, was analyzed using correlation analysis. It was unveiled that the Company's understudy adopted communication strategies are: personal selling, Sale promotion, Event and experience, Radio and Television, and Direct marketing. Also, the companies understudy use Public relations, Social media and other internet facilities and Feedback mechanisms, which are bi-directional marketing communication strategies. The correlation analysis revealed that the variables operationalized had a statistically significant correlation with Sales volume as the P values were lower than 0.05 significant level in each case. It was construed that marketing communication positively impacted productivity in the study area. The study concludes that marketing communication affects the performance of brewery companies in Nigeria.